Art, Inc

Can you really make a living doing what you love? In Art, Inc., Lisa Congdon argues that you absolutely can—and that being an artist and being financially successful are not mutually exclusive. Congdon dismantles the age-old myth of the 'starving artist' and shows that creative individuals can thrive when they combine artistic passion with entrepreneurial skill. Through her own experience and dozens of interviews with working artists, she reveals that success in art is not just about talent, but about mindset, discipline, and business acumen.

Congdon’s journey began unconventionally; she didn’t pick up a paintbrush until she was thirty-two. Within a few years, she transformed from hobbyist to full-time artist through curiosity, perseverance, and strategic use of online platforms. Her story—alongside those of artists like Nikki McClure, Flora Bowley, and Jessica Silverman—anchors this book’s central thesis: success is less about luck and more about taking concrete action.

From Starving to Thriving: A Mindset Shift

The first barrier to artistic fulfillment is psychological. Congdon shows how the 'starving artist' narrative cripples creativity and keeps creators afraid to pursue prosperity. She urges artists to shed guilt around money by viewing income as fuel for more art-making, not as corruption of artistic purity. Having what she calls the 'thriving artist’s mindset' means focusing on possibility and abundance rather than scarcity. Artists can—and should—see themselves as professionals whose work has tangible value.

The Business of Art

But mindset alone isn’t enough. Congdon teaches readers how to build the nuts and bolts of an art business: organizing finances, pricing work fairly, creating promotional materials, using social media strategically, and cultivating multiple streams of income to stay financially resilient. She stresses the importance of viewing art as a business, not a hobby. Successful artists, she notes, understand taxes, contracts, brand identity, and time management as readily as they understand composition and color.

In every chapter, Congdon uses real-world examples. Esther Pearl Watson demonstrates diversified income through teaching, illustration, and painting; Rebecca Rebouché shares her disciplined schedule and journaling practice; 3 Fish Studios shows how opening a physical storefront expanded their reach and community. Through these stories, you see how structure and creativity coexist beautifully.

Building Visibility and Community

Visibility is the lifeblood of a modern art career. Congdon devotes entire chapters to promotion—how to build a compelling website, write a bio, use platforms like Instagram and Etsy, and pitch to blogs and magazines. While technical tools evolve, her key principle remains timeless: authentic storytelling builds connection. By letting people see behind the curtain through blogging or social updates, artists not only sell works but also foster loyal communities around their creative lives.

Diversifying Artistic Income

Congdon provides a comprehensive overview of income streams—original artwork, prints, illustration and design commissions, licensing deals, teaching, and exhibitions. Each requires different strategies but all hinge on one idea: diversify. A thriving art career rarely depends on one source of income. This diversification, she explains, safeguards against market fluctuations and keeps the artistic journey fresh and exciting.

Balancing Creativity and Life

Finally, Congdon reminds us that art’s success cannot exist without balance. The last chapters explore managing periods of feast and famine, setting boundaries, saying no gracefully, hiring help when necessary, and defining personal versions of success. For Flora Bowley, teaching became central to her creative life; Paula Scher, the celebrated designer, shares how self-imposed artistic discipline sustains her dual career. The goal isn’t to chase endless productivity—it’s to cultivate fulfillment and longevity.

In total, Art, Inc. is a practical yet inspiring manual for artists at all levels. It’s as much about emotional growth as financial sustainability. Congdon’s work redefines what it means to live creatively: not as a struggle against the world, but as a thriving, outward-facing enterprise rooted in self-belief, community, and strategic effort.

According to Lisa Congdon, the journey toward a sustainable art career begins with a simple yet radical declaration: I am an artist. This affirmation transforms self-doubt into empowerment. Many creative individuals hesitate to claim this identity, fearing judgment, lack of credentials, or the impossibility of making money through art. But embracing your artistic self is the foundational step toward building confidence and resilience.

Moving Beyond the Starving Artist Myth

The myth of the starving artist—romantic but destructive—teaches that real creativity thrives only in poverty. Congdon exposes this as self-sabotage. By shifting to a 'thriving artist’s mindset,' you recognize that making money is not selling out, but sustaining your ability to produce meaningful work. Artists who adopt this mindset, like Nikki McClure, treat sales and marketing as acts of connection and integrity rather than compromise. McClure’s self-published calendars use papercut imagery aligned with her environmental values, illustrating that commerce can reflect conviction.

Finding Your Voice

Self-acceptance naturally leads to developing your artistic voice—the blend of message, style, and technique that makes your work distinct. Congdon encourages experimentation, journaling, and risk-taking to uncover what feels authentic. Artist Lisa Solomon exemplifies this: her daily practices, like sketching and photographing, sharpen her discipline and clarify her aesthetic rooted in domestic craft and hybrid media. Finding your voice is rarely instantaneous—it’s an unfolding process of self-discovery, trial, and reflection.

Creating Time and Space

To make art a priority, you must carve out time and physical space to work. Congdon provides practical suggestions: scheduling weekly art blocks, reducing screen time, and transforming even corners of a room into creative sanctuaries. Whether it’s a small desk or a garage studio, what matters is consistent engagement. Lisa Solomon highlights discipline as non-negotiable; making art daily—whether inspired or not—is the engine of growth.

Surround Yourself with Support

Creative life is sustained by community. Congdon advises connecting with supportive peers and mentors who believe in your vision. For emerging artists, reaching out for casual coffee meetings or attending local exhibitions can yield lifelong collaborations. These relationships do more than provide feedback—they affirm that your vocation is valid. As both McClure and Solomon attest, kindness and reciprocity in the art world often lead to lasting opportunities.

By owning your identity, nurturing your voice, and building supportive environments, you lay the emotional and practical foundation for becoming not just an artist, but a thriving one. The act of self-recognition, Congdon suggests, is the moment creation becomes vocation.

Making art is only half of the equation; managing your career like a business turns creativity into sustainability. In Art, Inc., Lisa Congdon demystifies the entrepreneurial side of artistry, showing that organizational skills and goal-setting enable freedom rather than restrict it. She proves that treating art as a business does not diminish creativity—it amplifies it.

Diversify Your Income Streams

Successful artists rarely depend on a single revenue source. Congdon outlines multiple pathways—original art sales, print reproductions, commissions, illustration, licensing, teaching, and exhibiting. Esther Pearl Watson’s career exemplifies this approach: she balances painting, teaching, zine-making, and editorial illustration, ensuring constant novelty and income stability. Diversification not only cushions against slow periods but also allows exploration of different mediums and markets.

Setting Vision and Goals

Congdon’s signature technique for planning is the 'vision map.' Artists place their name in the center of a page and radiate outward with ambitious three-to-five-year goals—like landing a solo show or developing a print shop. From that vision, they define values (“I will only work with ethical companies”) and break them into intermediate goals and actionable tasks. Rebecca Rebouché used a structured journal system inspired by The Artist’s Way to translate dreams into daily action, ultimately building a career marked by consistent growth.

Branding and Communication

Your art carries its own aesthetic, but your business also needs a personality. Congdon emphasizes branding as an extension of artistic identity—fonts, colors, tone, and customer interaction should all reflect your creative essence. First impressions matter; websites, logos, and packaging should harmonize with your artwork. Maintaining professionalism in communication—whether via email or press kit—fosters trust and repeat collaboration.

Legal and Financial Foundations

Congdon guides artists through essential entrepreneur basics: choosing a legal structure (usually a sole proprietorship or LLC), securing business licenses, managing taxes, and opening dedicated accounts. Understanding cash flow becomes crucial, since artist income fluctuates. By tracking income and expenses consistently through software like QuickBooks or FreshBooks, artists gain insight into their finances and claim legitimate business deductions. Congdon also underscores the importance of copyright protection—registering your work ensures you can defend it if misused online.

Time and File Organization

Managing your time with calendars and to-do lists converts chaos into progress. Dividing the day between creative work and administrative tasks prevents overwhelm. Digital organization—carefully labeled archives of scanned artworks—guarantees quick response when opportunities arise (“a magazine wants a high-resolution image today”). This attention to logistics frees mental space for artistic flow.

Congdon’s business advice reframes entrepreneurship as empowerment: when artists assume control over their operations, they gain independence to create on their own terms. Art deserves the same professionalism as any enterprise—and those who treat it as such thrive creatively and financially alike.

Marketing isn’t manipulation—it’s storytelling. In Congdon’s world, promotion serves as an artistic extension, allowing you to share your creative journey rather than simply sell products. The digital era, she asserts, puts extraordinary tools at artists’ fingertips, but success depends on using them with intention and authenticity.

Create a Strong Online Presence

A compelling website functions as your artistic headquarters. It should showcase curated work, a clear bio, contact information, and links to your shop or exhibitions. Congdon advises simplicity over flash—a clean design places your art centerstage. Strong examples include Claire Desjardins, who leveraged Facebook posts and Saatchi Online to attract galleries and corporate clients like Anthropologie. Her professionalism and clear online presentation turned digital visibility into tangible success.

Use Blogging and Newsletters to Build Community

Blogging lets audiences connect with your story. Posts can show behind-the-scenes processes, sketches, exhibition news, or reflections. Readers become invested not only in your finished work but in your growth. Email newsletters, meanwhile, nurture deeper communication with dedicated fans. Rather than flooding inboxes, Congdon recommends quarterly updates with photos, project news, and exclusive insights.

Harness Social Media Wisely

Platforms like Instagram, Twitter, and Pinterest revolutionized artistic visibility. Congdon encourages artists to share genuine glimpses rather than curated perfection: snapshots of studio life, material experiments, or personal interests. Connection breeds loyalty. Yet she warns against obsession; online comparison can stifle creativity. Quality engagement—responding to comments and celebrating others—trumps follower numbers. Social media, used mindfully, builds a supportive network rather than a competitive arena.

Reach Traditional Media and Press

Digital buzz often leads to traditional press, but proactive outreach speeds the process. Congdon’s step-by-step plan includes compiling editor lists, crafting story-driven pitches, preparing press kits with bios and high-resolution images, and following up professionally. Artists Eric Rewitzer and Annie Galvin, for instance, built their studio’s reputation partly through press visibility tied to community engagement—they participate in local shows and craft fairs, creating stories worth coverage.

Make Marketing Creative

Promotion doesn’t stop online. Tangible materials like postcards and business cards remain vital. A well-designed postcard featuring your latest piece can sit on an art director’s desk long after digital posts fade. Congdon stresses that marketing is not about shouting the loudest—it’s about consistency and sincerity. Seen through this lens, even advertising becomes art: an expression of values and personality.

Marketing, Congdon reminds us, is not an alternative to creation—it’s part of the creative ecosystem. Sharing your work, story, and values invites others into your artistic world. That openness turns viewers into patrons and patrons into advocates.

Selling art requires more than talent—it demands strategy, confidence, and customer care. Lisa Congdon redefines the act of selling as a service rather than a transaction. Whether you’re shipping a small print or sealing a gallery deal, thoughtful selling strengthens relationships and sustains creativity.

From Originals to Prints

Print reproductions allow artists to reach wider audiences at lower price points. Congdon explains technical terms—giclée, archival inks, limited vs. open editions—and emphasizes authenticity through quality materials. Dolan Geiman’s journey embodies this principle: by producing affordable screenprints alongside original collages, he expanded both accessibility and brand recognition without diluting artistic integrity. High-resolution documentation is crucial; it lets artists reuse imagery for prints, licensing, and exhibitions years later.

Pricing with Purpose

Congdon demystifies pricing using practical formulas: double your production cost for wholesale, then double again for retail. But beyond math lies psychology. Pricing signals value—too low and buyers question credibility, too high and sales stagnate. Start on the lower end of market comparables, raise prices gradually, and maintain consistency across venues. Julie Schneider of Etsy notes that fair pricing respects both artist and community; undervaluing harms everyone trying to earn a living from creativity.

Online and Wholesale Sales

Congdon separates three main routes: online marketplaces like Etsy (ideal for exposure), stand-alone platforms like Shopify (best for brand control), and gallery representation. Online selling demands clear product photography, descriptive tags, and strong customer service. Wholesale relationships with boutiques or concept stores introduce art to new audiences but require professional agreements on pricing, exclusivity, and commissions. Artists should treat even small retail deals with contractual rigor.

Commissions and Customer Experience

Taking commissions is both rewarding and complex. A written agreement sets expectations: scope, payment schedule, timelines, and rights. Clear communication prevents misunderstandings. Customer service extends beyond the sale—packaging, shipping, and follow-up emails all reflect professionalism. Congdon’s step-by-step guidance even includes how to wrap artwork safely and insure it during transit.

Selling art, Congdon insists, isn’t a necessary evil—it’s an act of generosity and connection. When done with transparency and care, it transforms transaction into trust and keeps the creative wheel turning.

Exhibitions turn private creation into public dialogue. Congdon describes this realm—from juried shows to gallery representation—as both thrilling and complex. Understanding how galleries operate and what they expect helps artists transition from local displays to professional exhibitions with confidence.

Start Small: Juried and Self-Curated Shows

Juried shows allow emerging artists to gain exposure and build their résumés. Because juries evaluate work blind, Congdon notes, selection depends purely on quality, not connections. Self-curated shows in cafés, boutiques, or studios offer equal opportunity for control and visibility. She suggests organizing group exhibitions to share expenses and audiences—collaboration fosters community and reduces risk.

Approaching Galleries

Landing gallery representation takes patience. Jessica Silverman’s insights reveal what galleries seek: commitment, originality, consistency, and professionalism. She reviews an artist’s progress over a year before signing, ensuring dedication to artistic growth. Congdon advises networking through openings and volunteering; genuine involvement in the art scene signals maturity more than cold submissions ever will.

Understanding Contracts and Commissions

Gallery contracts formalize relationships—usually splitting sales 50/50—and include insurance, payment timelines, and termination clauses. Congdon urges artists to read every clause carefully and consult legal experts if needed. Transparency builds trust and prevents exploitation. Once represented, maintaining professionalism—meeting deadlines, being easy to work with—cements long-term collaboration.

Big Gallery Dreams and Beyond

Prestigious galleries are exciting but not essential for success. Congdon reminds readers that exposure, press, innovation, and consistent sales matter more than prestige. Attending art fairs like Art Basel or Frieze can reveal market trends and networking pathways. Artist Mark Hearld exemplifies this progression: from small café exhibitions to major museum collaborations at the Tate. His story proves that steady evolution grounded in authenticity can lead to national recognition.

Exhibiting art, Congdon concludes, expands both perception and possibility. Each show—big or small—acts as a stepping-stone, transforming isolation into dialogue and hobby into profession.

Congdon devotes an entire section to two thriving branches of art entrepreneurship: illustration and licensing. These bridges between art and commerce demonstrate how creativity can illuminate everyday life—from book covers and greeting cards to home décor. The key lies in understanding contracts, markets, and negotiation.

Entering Illustration Markets

Illustrators translate ideas into visual stories for clients—from personal commissions to editorial spreads. Susie Ghahremani’s diverse career showcases the spectrum: editorial work for BUST magazine, commercial designs for Target, and her own product line, Boygirlparty. Congdon explains that success stems from adaptability and professionalism: meeting deadlines, following art direction, and communicating clearly.

Negotiation and Contracts

Negotiating fair fees is essential. Congdon encourages illustrators to research standard rates through the Graphic Artists Guild Handbook and to discuss rights, deadlines, and kill fees openly. Contracts should define project details, usage rights, credit terms, and payment deadlines. Understanding these agreements ensures artists retain ownership of their creations while granting clients limited reproduction licenses.

Licensing for Passive Income

Licensing—selling reproduction rights for products—turns artwork into recurring royalty income. Betsy Cordes, a licensing consultant, emphasizes knowing your style before entering the market. Companies seek cohesive collections suitable for stationery, fabric, or home goods. A clear licensing contract covers exclusivity, duration, territory, royalties, and advances. Congdon warns against broad 'work-for-hire' clauses that transfer all ownership to companies.

Agents and Independence

Artists can work independently or through illustration agents. Agents handle negotiations and promotion, often taking 25–45% commission. While agencies open doors to major clients, self-managed artists retain full control and profits. As Congdon stresses, both paths work—choose based on personality, experience, and desired autonomy. Modern digital platforms, from Instagram portfolios to virtual fairs, make freelancing increasingly viable.

Illustration and licensing expand art’s reach into everyday culture. Whether crafting visuals for children’s books or patterns for textiles, artists can fuse artistry with entrepreneurship—spreading creativity wide while securing sustainable income.

Artistic success, Congdon argues, isn’t a final destination—it’s an evolving cycle of creativity, rest, and renewal. Learning to manage abundance, downtime, and emotional health ensures longevity in the creative field. The final chapters of Art, Inc. guide readers through balancing ambition with well-being.

Embracing Ebb and Flow

Freelance art careers oscillate between frenzied deadlines and periods of stillness. Instead of fearing slow times, Congdon reframes them as opportunities for portfolio building, volunteering, and marketing. Artist Shannon Rankin uses residencies during slow periods to expand her technique and network. Downtime becomes incubation—a time to recharge creative energy.

Teaching and Mentorship

Teaching offers financial stability and personal growth. Flora Bowley’s workshops blend intuitive painting with spiritual reflection, proving that educators gain as much inspiration as students. Congdon suggests that teaching aligns well with artists who enjoy collaboration and community, turning solitary practice into shared experience.

Managing Workload and Saying No

Success often brings overwhelm. Congdon recounts juggling multiple illustration jobs while planning her wedding—a wake-up call on boundaries. Tools like spreadsheets, calendars, and online task managers restore order. She teaches the art of saying no gracefully, using criteria such as pay, time, exposure, and values to prioritize. Saying no, she reminds, creates space to say yes to what truly matters.

Self-Care and Help

Hiring assistants or outsourcing tasks like bookkeeping or shipping frees time for creation. Balance also means caring for body and mind. Artists like Paula Scher and Michelle Armas emphasize rest, healthy habits, and routine. Congdon likens work-life balance to a seesaw: creativity on one side, restoration on the other. Neglecting either leads to collapse.

Redefining Success

Ultimately, success is self-defined. For some, it’s gallery representation; for others, it’s freedom to make art daily. Congdon urges readers to design careers aligned with personal values rather than external benchmarks. When art thrives alongside well-being, ambition becomes joy instead of exhaustion.

Congdon closes Art, Inc. with optimism: a thriving creative life is achievable through self-awareness, community, and continuous learning. Success is not static—it’s sustained by authenticity, balance, and the courage to evolve.